Industry News

Martina Butler Becomes First Teen to Secure Corporate Sponsorship in the Growing Medium of Podcasting

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BURLINGAME, Calif., Nov. 17 /PRNewswire/ - Martina Butler may soon be the envy of her peers. This cutting-edge 15 year-old has secured corporate sponsorship of a weekly podcast where she discusses her favorite music and interviews celebrities. In the first partnership of its kind, MobileCast Media, Inc., a planning, production and mobile media buying organization, has arranged for Nature's Cure, a top brand of innovative acne treatments, to sponsor Emo Girl Talk, a podcast hosted by Martina Butler.

"I hope that my success paves the way for more teens to have their voices heard and that more companies will recognize us as an important consumer force," says Martina Butler. The podcast features the life and times of a 15 year-old Emo girl. Emo music has a large teen following and is used to describe a genre of alternative rock with emotionally-charged lyrics. The podcast is downloadable at http://www.emogirltalk.com.

"Young audiences are becoming more difficult to reach due to a shift in media consumption habits," says John Houghton, President and Founder of MobileCast Media. "With the proliferation of handheld devices, teens and young adults are increasingly turning to new media such as podcasts, which are downloaded to a mobile device or computer."

"Reaching teens requires being in-touch with what's important in their world," says Dana Doron, VP Marketing at Nature's Cure. "There are a number of teens now listening to podcasts. Sponsorship is an excellent way to increase our brand awareness in an environment that is meaningful and credible to teens."

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